The brief was to start at the brand’s core, focusing on its innovative tablet and laptop range. The creative challenge was to develop a new visual language that was paired back and simple, but bold, confident and with market place stand out whilst highlighting the products as design icons.
As we continued to build the Lenovo brand look and feel the next brief required us to showcase the products in use. We created stylised sets based on real world scenarios, which allowed us to continue to develop the brand cues of brightly coloured tone on tone enviroments we have already established, again underlining brand consistancy across all communications.
As we begin to introduce a cast we looked specifically for mixed race individuals who we felt best represent the target market of a global, modern, millennial audience.
Photography by Nick Meek.